“The watch is a useful luxury (though one that starts at a lower price than any previous Apple product). Being able to see the next turn on your route as you walk along a crowed street on your wrist instead of pulling out (and dropping) your phone is not necessary and you don’t need it – it’s a luxury.

But luxuries are good. If we only bought things that we need, and that have clear use cases, then we’d all wear nothing but overalls and have a single bare lightbulb in each room of our homes.

Reading the Watch’s launch reviews, I sometimes got the sense that the tech press was writing about it as though the luxury goods industry didn’t exist and that the luxury press was writing as though technology didn’t exist: no-one spends money on things because they’re just nice and no-one buys things that don’t last forever.”